Thesis (MTech (Sport Management))--Cape Peninsula University of Technology, 2015. / This research investigated the relationship between Social Capital created by Corporate
Social Responsibility (CSR) initiatives and organisational performance at Ajax Cape
Town FC a professional football club in the South African Premier Soccer League (PSL).
A mixed methods approach was selected for data collection and interviews,
questionnaires and content analysis were the tools used to collect data.The data
collected suggested that Ajax Cape Town FC employed CSR initiatives that successfully
created social capital, and consequently enjoyed various benefits from these activities.
The CSR activities facilitated access to the club’s target market, developed and
improved mutually beneficial relations with the community and subsequently Ajax Cape
Town FC experienced increased trust, a positive brand image and stronger loyalty from
their fans and the broader community. The outcomes of this study provided an insight
into a South African professional football club and demonstrate how CSR initiatives can
be used to successfully improve organisational performance.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:cput/oai:localhost:20.500.11838/2111 |
| Date | January 2015 |
| Creators | Moyo, Talent |
| Contributors | Davies, S. E. H., Joubert, E., Cape Peninsula University of Technology. Faculty of Business and Management Sciences. Department of Sport Management. |
| Publisher | Cape Peninsula University of Technology |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Rights | http://creativecommons.org/licenses/by-nc-sa/3.0/za/ |
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